Work Smarter, Not Harder: Let Content Do the Work of Selling


Salespeople are a pretty tenacious bunch. They send email after email, make call after call, meet with prospect after prospect, then get up morning after morning and repeat. Salespeople work hard. But hard work doesn’t make sales — at least not efficiently.

Most B2B companies now understand the role that content plays in marketing, to generate leads. But many companies are still relying on …Read More

Understand What You’re Really Trying to Sell

You’re not really trying to sell your prospects your products or services. You’re trying to sell them a better version of themselves.

Everyone wants to live a better life. If you’re selling fresh-made veggie juice, you’re selling a healthier, cleaner version of your customer. If you’re selling the latest iPhone, you’re selling a cooler, more efficient version of your customer. If …Read More

value proposition

Connect With Your Target Market Via an “Ideal For” Statement

Although it would be nice if you could help every person in the whole world, the reality is that you can’t—you aren’t Superman or Superwoman. You do offer frustration-relieving, delightful solutions for certain people, however, and they think you’re the bee’s knees.
You might already know that it’s a good idea to pick a target market to focus on. Marketing to …Read More

value propositions

7 Questions to Help You Differentiate Yourself from Your Competitors

Actor Chris Evans says, “If you want to be around in 10 years you’ve got to do something to differentiate yourself from the pack.” And what’s true for actors is true for businesses, at least in this arena. If you look and sound exactly like your competitors, how will your prospects know they should choose you?

Here are seven questions to get you thinking …Read More